ARTIFICIAL INTELLIGENCE AS A DRIVER OF MODERN MARKETING TRANSFORMATION: TOOLKIT, ADVANTAGES, AND IMPLEMENTATION CHALLENGES
Abstract
The article examines the impact of artificial intelligence (AI) technologies on the transformation of modern marketing strategies in the context of the dynamic development of the digital economy. The relevance of the topic is driven by the need to rethink classic approaches to consumer interaction, as traditional mass marketing tools are losing their effectiveness. The aim of the work is to systematize the AI toolkit, analyze its impact on the marketing mix, and develop recommendations for mitigating barriers to implementing the latest technologies into business processes. The methodological basis of the study consists of general scientific and special methods. The method of theoretical generalization and comparative analysis was applied to study the evolution of marketing concepts under the influence of digitalization. The systematization method was used to classify intelligence levels (mechanical, thinking, feeling) according to the Huang & Rust model. Content analysis of scientific sources and reports from international consulting companies helped identify key trends and barriers to AI implementation. The evolution of marketing tools from the automation of routine processes to the introduction of predictive analytics and hyper-personalization systems is analyzed. Based on the three-level model, the areas of AI application are systematized, which allowed identifying key drivers for increasing business efficiency. It is determined that AI integration allows shifting from mass marketing to the "segment of one" model, ensuring ROI growth and customer experience optimization. Special attention is paid to implementation barriers, particularly the "black box" phenomenon and ethical issues of data usage. It is established that the effectiveness of modern marketing is based on the synergy of three intelligence levels: mechanical (for scaling operations), thinking (for Big Data analytics), and feeling (for maintaining empathy). The necessity of applying a hybrid approach is substantiated, where technologies enhance the marketer's analytical capabilities while leaving strategic and creative decisions to humans. The research results can be used by enterprises to develop marketing digital transformation strategies.
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